david penn main stage - 2011
TRANSCRIPT
Main Stage, November 3, 2011
Neuromania, and why we need to re-humanise research David Penn,Conquest
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Neuromania, and why
we need to re-humanise research David Penn, Managing Director, Conquest
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Neuroscience
Neuromarke.ng
Neuromania
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Let’s get our terminology right
The study of how our
thoughts and feelings are implemented in the brain
The use of neuroscientific technologies to measure response to marketing
stimuli
Cogni*ve Neuroscience
Neuromarke*ng
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Neuromarketing techniques
Measures increased
oxygen levels in blood flows within brain
Captures minute
electrical signals
produced by brain
fMRI EEG
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Why isn’t fMRI used more widely?
AND poor temporal resolution – Can take 5 secs for added blood supply to reach activated/ affected part of the brain
BUT. . . Hugely expensive (non-portable) equipment.. Claustrophobic and stressful respondent experience
It’s the only neuromarketing technique with sufficiently high spatial resolution to locate activity in specific brain regions
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
What about EEG?
Captures minute electrical signals produced by the brain using less invasive and more portable equipment than fMRI
EEG relies on a model that the left Prefrontal Cortex (PFC) is involved in approach behaviour whereas right PFC is involved in withdrawal from aversive stimuli
Electroencephalography
In reality, EEG measures only a small part of the complex brain circuitry that controls our emotions
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
So what about Neuromania?
The belief that we can explain all our behaviour by reference to the brain
N.B Not all neuromarketers are neuromaniacs!
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
I compare advertisers to Christopher Columbus gripping a simple map of the earth he believed to be flat.
Thanks to (neuromarketing) we’re now able to see an almost Aristotelian shift in thinking; companies are
beginning to realise that the world, in fact, is round. Martin Lindstrom
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
The 7 Fallacies of
Neuromania
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
The Evolution Fallacy We don’t differ fundamentally from higher primates (apart from having a bigger brain), and the differences are less important than the similarities.
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
The We Are Our Brain Fallacy If we can’t see something in the brain it doesn’t exist
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
The Sameness Fallacy “Bottom line, there was no discernible difference between the way subjects’ brains reacted to powerful brands and the way they reacted to religious icons and figures… Clearly our emotional engagement with powerful brands shares strong parallels with our feelings about religion.” Martin Lindstrom, Buy.Ology
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
The Freedom Fallacy That because brain activity may sometimes be observed before we’re aware of making a decision, our free will is an illusion – our brains are in control
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
That our unconscious/emotions compel us to act (irrationally) instead of working with our rational faculties to facilitate better decision making
The Automatic Pilot Fallacy
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
The Reductionist Fallacy: We can locate reason and emotion in specific parts of the brain
Orbital PFC
Pre-Frontal cortex
Hippocampus
CONSCIOUS REASONING
Amygdala
Limbic System
EMOTION
Dorsolateral PFC
Emotions and reasoning sit side by side
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
The All in the Head Fallacy That thought, feeling and cognition are ‘all in the brain’ and not outside it
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
A Trillion Cognitive Handshakes?!! “Our consciousness …cannot be found solely in the stand alone brain; or even just in a brain in a body….It participates in, and is part of, a community of minds built up by conscious human beings over hundreds of thousands of years. This cognitive community is an expression of the collectivisation of our experiences through a trillion acts of joint and shared attention” Raymond Tallis
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
We communicated long before we had language
Episodic memory
Mimesis (sign/mime)
Non-verbal representation
Metaphor
Symbols/Language
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
We express emotion in metaphorical images…
You know that it would be untrue You know that I would be a liar
If I was to say to you Girl, we couldn't get much higher
Come on baby, light my fire Try to set the night on fire
Jim Morrison / The Doors
Now give me fever When we’re kissing
Fever with that flame in you Fever
I'm a fire Fever yeah I burn for you
Peggy Lee
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Metaphorix® uses metaphors that allow people to express their feelings intuitively
I have a very warm relaDonship with her
I feel close to him
I jumped for joy
The more we think and consider, the further we get from our emo.ons
Metaphor
AffecDon
InDmacy
Excitement
Emo.on
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
22
© Copyright 2011 Conquest Research & Consultancy Ltd. All rights reserved
And visualises them!
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Metaphorix® enables respondents to express themselves across cultures
Brand Proximity 40
1412
109
4222
6
0
5
10
15
20
25
30
35
40
10987654321
Metaphorix
1110
181615
12
64
26
0
5
10
15
20
25
30
35
40
10987654321
Verbal scale
%
Brand Warmth
21
1215
1210
14
532
5
0
5
10
15
20
25
30
10987654321
Metaphorix
13
1719
14
1013
532
4
0
5
10
15
20
25
30
10987654321
Verbal scale
%
Distant Close
Cold Warm
Distant Close
Cold Warm
%
%
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
“In neuromarketing there is no E = MC squared equation" Richard
Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive US Company Neuromarketing helps us to understand the neural correlates of brands and advertising But brands are as much cultural constructs as neuronal ones; they exist in the community of minds created by the interaction of our brains with the environment in which they live. Looking at the brain alone will never give us the complete answer. Looking for our shared humanity might.
Final Thoughts
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Thank you
David Penn
Conquest
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Q & A
David Penn Conquest
Sue York NewMR
Speaker David Penn, Conquest, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am - 9:00am (GMT)
Contact
David Penn Managing Director *: (:
[email protected] +44 208 834 0900
www.conquestuk.com www.metaphorixuk.com